LinkedIn About section examples for founders and consultants

If you are looking for LinkedIn About section examples, you probably already know yours is not doing its job. Maybe it reads like a CV summary, or it lists every service you have ever offered, or it has not changed since you were employed. The fix is not more words. It is a clearer structure and an opening that speaks to one kind of client.

Below are six original examples I wrote for this article, one each for a B2B founder, a consultant, two fractional executives, an agency owner and an IT founder. All the people and businesses are fictional. Use them to see the structure at work, then write your own in your voice.

A reusable structure for your About section

Every example in this article follows the same six steps. Once you see the pattern, you can write a first draft in under an hour.

1. 1

   Hook

   The problem your client has, in their words. This is what shows before “see more”.

2. 2

   Cause

   Why it keeps happening. Shows you understand the situation, not just the symptom.

3. 3

   Approach

   What you do about it, described plainly. Your offer, not your philosophy.

4. 4

   Proof

   Who you have worked with and what changed, in terms you can stand behind.

5. 5

   Fit

   Who this is for and who it is not for. Lets the wrong fit filter themselves out.

6. 6

   Next step

   One clear, low-pressure way to start a conversation.

Two practical notes. Write in the first person, because you are a person talking to a person. And break it into short paragraphs, since a solid block of text on a phone screen gets skipped.

Before and after: the same founder, rewritten

Here is a typical opening, followed by a rewrite. The founder is fictional: Marcus, who runs a small revenue operations consultancy.

Before

Results-driven RevOps leader with 14 years of experience across SaaS, fintech and e-commerce. Passionate about data, process and people. Skilled in Salesforce, HubSpot, forecasting, pipeline management and cross-functional collaboration.

After

Your board asks for a forecast, and your sales, marketing and finance teams each bring a different number. I fix that. I help B2B SaaS companies with 20 to 100 staff build one pipeline everyone trusts, usually inside a quarter.

The “before” is about Marcus. The “after” is about the reader’s Monday morning. It also tells the wrong fit, such as a 2,000-person enterprise, that this is not for them.

Six LinkedIn About section examples

Each example below is fictional and labeled with the type of founder it suits. Read them for structure and tone, then adapt the shape, not the sentences.

Example 1: B2B founder (product-led services business)

Most mid-sized manufacturers know their spare-parts inventory is costing them money. Few know exactly where.

That is usually because stock data lives in three systems that do not talk to each other, and nobody owns the whole picture.

I founded Partline to give operations directors one view of their spare parts: what they hold, what they actually use and what they can safely stop buying. We set it up alongside your existing ERP, so there is no migration project.

We work with plants in food processing, packaging and automotive supply. If you run a single small workshop, we are probably more than you need.

If your spare-parts budget keeps growing and nobody can explain why, send me a message with “parts” and I’ll share how we would start.

Fictional example: Dana, founder of Partline.

Example 2: Independent consultant

You have a strong product, a few loyal customers and no idea why some deals close in a week while others drag for six months.

In my experience, the cause is rarely the sales team. It is that the company has never written down who its best customer is, so everyone sells to everyone.

I run a four-week ideal-customer project for founder-led B2B companies. We interview your best and worst customers, find the patterns and turn them into a one-page profile your team actually uses for targeting, messaging and saying no.

I work best with founders who are still in most sales calls themselves. If you already have a mature sales and marketing team, you probably need something different.

Curious whether it would help? Book a 20-minute call from my Featured section.

Fictional example: Leon, ICP consultant.

Example 3: Fractional CFO

Your business has outgrown your bookkeeper, but a full-time finance director feels like a big step.

That gap is where cash surprises happen: a tax bill nobody planned for, a hire made on revenue that had not landed yet, a board meeting with numbers nobody fully believes.

I am a fractional CFO for agencies and professional services firms. Two days a month, I give you monthly management accounts you can read in ten minutes, a rolling cash forecast and someone in the room when the big decisions are made.

Before going fractional, I spent twelve years in finance leadership in professional services, so I know how project-based revenue behaves.

If you are planning a hire, a raise or a sale in the next year, message me and we can talk through where your numbers stand.

Fictional example: Priya, fractional CFO.

Example 4: Fractional CMO

You have tried an agency, a freelancer and a junior marketer. Each did some work. None of it added up to a plan.

That happens when nobody senior owns marketing. Tactics get chosen before strategy, and results get judged on activity instead of pipeline.

I step in as your part-time marketing lead for six to twelve months. I set the strategy, choose and manage the people doing the work, and report to you on the numbers that matter for sales. When you are ready, I help you hire my replacement.

I work with B2B tech and services companies selling to other businesses. I do not work with consumer brands.

If marketing feels busy but not productive, send me a note and tell me what you have tried so far.

Fictional example: Tomás, fractional CMO.

Example 5: Agency owner

Your website looks fine. It just does not bring in leads.

Most B2B sites are built to impress the people who approved them, not to answer the questions a buyer has before they get in touch.

My agency, Fieldnote, rebuilds websites for B2B service firms around those questions. We start with interviews with your recent clients, write the copy first and design around it. Then we hand you a site your team can update without calling us.

We are a team of five and take on a small number of projects at a time. If you need a large e-commerce build, we will happily point you to someone better suited.

Want to know what your site is missing? Message me your URL and I’ll send three honest notes.

Fictional example: Aisha, founder of Fieldnote.

Example 6: IT and cybersecurity founder

A large customer just sent you a security questionnaire, and you are not sure how to answer half of it.

For a growing software company, that moment usually arrives before anyone on the team has security in their job description.

My firm, Keyhold, acts as the security team for software companies that do not have one yet. We answer the questionnaires, close the gaps they reveal and get you ready for a formal audit when your customers start asking for one.

We work with SaaS companies from early revenue to around 200 staff. If you already have an in-house security lead, we can support them, but we will not replace them.

If a deal is waiting on a security review, send me a message and we can look at it together this week.

Fictional example: Rahul, founder of Keyhold.

What these examples have in common

None of them opens with “I”. Each one starts with something the reader is experiencing, and the founder only appears once the problem is clear. Every example also names a specific type of client and says, kindly, who it is not for.

Notice what is missing too: no lists of skills, no “passionate”, no “results-driven”, no claims that cannot be checked. The proof is modest and specific. That is what makes it believable.

Common About section mistakes to avoid

• Starting with your years of experience. Experience matters, but it is a supporting point, not a hook.
• Listing every service. If you do five things, lead with the one your best clients buy first.
• Writing in the third person. It reads like a press release and creates distance.
• Ending without a next step. A reader who is convinced still needs to know what to do.
• Promising outcomes you cannot back up. One specific, honest claim beats three big ones.

Your About section works alongside your headline. If you have not reworked that yet, start with these headline formulas for consultants, and for the full step-by-step, read my guide to LinkedIn profile optimization for founders.

If you would rather someone look at yours directly, book a free 20-minute profile teardown and I’ll tell you what I would change first.

Frequently asked questions

How long should a LinkedIn About section be?

LinkedIn allows up to 2,600 characters. Use as much as you need to cover the hook, cause, approach, proof, fit and next step, and no more. Most of the examples above are well under the limit, and that is fine.

Should I write my About section in the first or third person?

First person. Your profile is where a prospect decides whether they want to talk to you, so it should sound like you talking. Third person makes a one-person business feel like a press release.

Can I copy one of these LinkedIn About section examples?

Use the structure, not the sentences. The examples are fictional and written to show the pattern. Your About section should use your client’s words and your own voice, or it will sound like everyone else’s.

Should I include my contact details in the About section?

You can add an email address or website at the end. More important is a clear invitation, such as a specific message to send or a call to book, so the reader knows what happens next.